FLOR’S SECOND CALIFORNIA STORE OPENS ITS DOORS

Innovative home décor brand brings inspiring design to San Francisco

Chicago, IL, March 22, 2012 –FLOR, Inc., creator of beautiful, responsible modular floorcovering, announced today the opening of its newest retail location in San Francisco.  Located at 2226 Bush St., in the vibrant Fillmore St. corridor of Pacific Heights, the FLOR store offers consumers a chance to experience the beauty and flexibility of this premium design system up close and in person.  After opening a store in 2010 in Santa Monica, FLOR is taking its cache up the coast to San Francisco, where discerning design enthusiasts and a strong and loyal customer base can be found.

“San Francisco has always been a premier design hub. There is architecture and design here that just doesn’t exist anywhere else and with FLOR itself being such an innovative design solution, San Francisco became the next logical place for us,” says Greg Colando, president of FLOR.  “And as this city continues to be a trendsetter when it comes to their design visions, we want them to spread the word about FLOR being the smartest, simplest and most responsible design option to cover your floors.”

With the opening of the 1600-square-foot San Francisco store in a newly renovated mixed use building in Pacific Heights, FLOR marks its eighth national retail store – joining their flagship store in SoHo, Chicago, Santa Monica, Atlanta, Dallas, Houston and Brooklyn - moving them closer toward delivering the FLOR brand experience to design admirers all across the country. 

Visitors to the San Francisco store will be able to interact with the full range of inspiring colors, patterns and textures available in FLOR’s innovative system of 50cm (19.7-inch) carpet squares.  Customers are invited to experience just how easy it is to redefine any space by mixing and matching FLOR styles to create custom rugs, runners and wall-to-wall designs of any length, size or shape.

THE FLOR EXPERIENCE

FLOR’s San Francisco store is designed to motivate, educate and inspire visitors to explore how the beauty and adaptability of the FLOR premium design collection can enhance their décor.  Customers are encouraged to actively participate in the creation of their FLOR rug by using a specially-designed grid on the floor that allows them get a sense of the size and scale of their rug concept.  Pages from the FLOR catalog are brought to life on the walls to help visitors visualize how FLOR can fit any décor.

For those desiring more assistance, the store will have a team of experienced FLOR design consultants available – either in-store or in-home through specially-scheduled appointments – to help choose styles, coordinate colors and answer questions on care or assembly.  Customers may also take advantage of FLOR’s Professional Installation Services program and schedule an appointment to have a preferred professional installer visit their home to help assemble their rug, runner or wall-to-wall installation.

"We want visitors to our San Francisco store to immerse themselves in FLOR’s world of design,” says Chip DeGrace, vice president of creative strategy at FLOR.  “They will get a chance to interact with the product, view the expansive color palette and feel the different textures we offer.

Information located throughout the store communicates the company’s commitment to sustainability, such as the use of renewable and recycled materials in FLOR products and the company’s Return & Recycle Program, through which FLOR takes back old FLOR squares to be recycled into new products. Consumers are encouraged to drop off their old FLOR squares in person.  It’s all part of the company’s ongoing commitment to responsibility from design and manufacturing to reclaiming and recycling old FLOR into new.  The design of the San Francisco store is also in keeping with this responsible design philosophy, featuring energy efficient lighting, HVAC and mechanical systems, environmentally conscious wood floors, maximum use of natural lighting through floor-to-ceiling windows and paperless receipts.

San Francisco store hours are Monday – Saturday 10:00 a.m. – 6:00 p.m. and Sunday, 12 noon to 6:00 p.m.  For more information visit www.FLOR.com. For design inspiration, please visit our blog at www.flor.com/blog.

About FLOR

Launched in the spring of 2003 as part of the Interface, Inc. family of companies, FLOR is an innovative design system of coordinating 50 cm (19.7-inch) carpet squares that allows people to mix and match colors, patterns and textures to create custom rug, runner or wall-to-wall designs.  FLOR’s unique modular system offers inspiring  floorcovering solutions for any space in a way that is beautiful, adaptable and environmentally responsible.

FLOR’s dedication to beautiful design includes a commitment to the environment:  Truly great design aims to create more sustainable living solutions that are beautiful for the Earth.  Because FLOR cares about the planet and its future, it seriously considers its footprint in the design, manufacture and, ultimately, in the recycling of FLOR tiles to create new products.  Learn more at FLOR.com/sustainability.  FLOR is part of parent company, Interface’s, Mission Zero initiative – a promise to eliminate any negative impact its family of companies may have on the environment by the year 2020. Learn more at InterfaceGlobal.com/sustainability. 

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Patrick Skertich

FLOR | PR

708-860-8402

pskertich@flor.com

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